Unlock the art and science of raising capital from accredited investors. Angela Hwang of RevGen Consulting joins the show to share proven frameworks for finding, nurturing, and closing sophisticated investors—without burning bridges or violating SEC rules.
Listen Now
About Fund Playbook
Learn how to launch your own private fund or real estate syndication with Fund Playbook. In each episode, Jimmy Atkinson shares insights on syndicating deals, raising capital, and entrepreneurship.
Subscribe To The Show
Episode Summary
In this episode of Fund Playbook, Jimmy Atkinson is joined by Angela Hwang, founder of RevGen Consulting, for an in-depth discussion on marketing strategies for targeting high net worth investors (HNWIs). With extensive experience leading marketing at firms like Urban Catalyst and a private equity firm on the East Coast, Angela breaks down how fund managers and syndicators can effectively reach, engage, and convert affluent prospects into committed investors.
Understand Your Audience
Angela stresses the importance of segmentation. Too often, fund managers treat HNWIs as a monolithic group. In reality, investors come from diverse backgrounds—tech executives, real estate enthusiasts, crypto entrepreneurs, and small business owners—all with unique motivations and preferred channels for consuming information. Understanding these personas is the first step in tailoring a marketing approach that resonates.
What Motivates a High Net Worth Investor?
Angela outlines the primary motivators behind HNWI behavior:
- Diversification: Most want exposure to alternatives like real estate without being hands-on landlords.
- Capital Growth: Especially appealing to newer investors building wealth outside of traditional stock portfolios.
- Exclusivity & Ego: Many take pride in being early adopters of “cool” or off-market deals they can share with peers.
While returns matter, Angela and Jimmy agree that storytelling often matters more—who you are, why this deal, and why now.
Build a Story That Builds Trust
Emerging managers often overemphasize numbers like IRRs while underplaying their own team’s story. Angela advises crafting a compelling narrative:
- Why is your team uniquely positioned?
- What’s special about the property or location?
- How does this investment solve a problem or meet a need for the target investor?
Consistency across multiple platforms—email, LinkedIn, webinars, and even live events—is key. Don’t assume one email or webinar tells your whole story. Repeat and reinforce your message over time, in ways that feel authentic and relevant.
Move Prospects Through the Funnel
Angela likens the investor journey to dating—you can’t propose marriage on the first date. She walks through how to apply the classic AIDA model (Awareness, Interest, Desire, Action):
- Awareness: Use broad content to introduce yourself and build brand familiarity.
- Interest & Desire: Share differentiators, thought leadership, and regular updates. Highlight aspects of your offering that stand out—government incentives, unique location dynamics, or previous success stories.
- Action: Once a prospect is close to committing, personalized outreach is critical. Offer to connect them with a current investor who shares their background. Bring in firm leadership for one-on-one conversations. Be honest—ask them what’s holding them back and how you can help.
Leveraging Existing Investors
Referrals from current investors can be powerful. Angela notes that prospects often prefer to speak with peers—someone with a similar professional or cultural background who has already invested. While some sponsors hesitate to facilitate these connections, Angela argues that transparency builds credibility and turns existing LPs into brand evangelists.
Tactics That Work
- Host intimate, in-person events—dinners or panels with real substance, not just social hours.
- Add educational value. Pair investor meetups with expert presentations to increase turnout and engagement.
- Keep your drip campaigns regular and varied: market commentary, project updates, behind-the-scenes stories, and direct invitations to connect.
- Don’t stop nurturing once someone invests—existing investors are your warmest leads for the next raise.
Conclusion
Marketing to high net worth individuals takes time, consistency, and a strategic blend of storytelling and trust-building. Angela emphasizes patience: the average HNWI sales cycle can run six to twelve months, especially in today’s market. But for emerging sponsors willing to commit to the long game, the payoff is well worth the effort.
This episode is packed with tactical insights for fund managers and syndicators looking to elevate their investor marketing. Tune in to learn how to structure your funnel, refine your messaging, and turn prospects into long-term partners.